It's OK - it happens to the best of us…
No matter how killer your content is, it's inevitable that people will unsubscribe. You could be the Stephen Hawking of email marketing and people will still hit that damn opt-out button. But don't take it personally; there are countless legitimate reasons people have for unsubscribing. But if you notice your unsubscribe rate trending higher than an average of 0.1 percent, that might just be your red flag wakeup call. If that happens, go through this checklist to see if you can get things back on track.
Once the above issues are addressed, I'm confident your unsubscribe rates will go back to normal. You'll never convince everyone to be a lifelong subscriber, but if you fix these basic things, they can't stay mad at you forever, right?
Angry at Email image on home page via Shutterstock.
This column was originally published on Dec. 12, 2012.
Meet Your Favorite ClickZ Contributors
Many of ClickZ's leading expert contributors will be at ClickZ Live, the new online and digital marketing event kicking off in New York (March 31-April 3). Hear from the likes of: Jeremy Hull, Lisa Raehsler, Andrew Goodman, Bryan Eisenberg, Mathew Sweezey, Aaron Kahlow, Stephanie Miller, Simms Jenkins, Jeanne S. Jennings, Dave Hendricks and more!
Christine Doré is an e-mail marketing manager at PETA in Los Angeles. As part of the Marketing Engagement team, she focuses on email strategy and optimization. Her team's innovative tactics for audience segmentation and online advocacy have been twice awarded at the national level and continue to be trailblazing strategies for the non-profit community.
March 19, 2014